JFK Terminal 4 (T4)

JFK International Air Terminal (JFKIAT) operates Terminal 4, one of the busiest international terminals in the U.S., serving tens of millions of passengers and more than 30 international airlines.

Hudson

Hudson, part of Avolta, is a leading North American travel experience retailer, operating duty-free, travel essentials, and specialty retail stores in airports and transit hubs.

Retail Innovation

Introduce contactless, 24/7 retail formats that meet post-pandemic passenger expectations and give travelers access to products at any hour.

Experience-Led Retail

Go beyond the transaction with activations and brand partnerships that create memorable moments for families and wellness-minded travelers.

Contactless Expectations

As travel recovered from COVID-19, passengers expected safe, contactless ways to shop, while terminal retail had to stay compelling with limited staffing and around-the-clock flight schedules.

Serving Diverse Passenger Segments

T4’s international passenger mix spans families, business travelers, and wellness-minded flyers, each needing a different reason to engage with retail in the terminal.

Automated Retail Concept

Launched Hudson’s first multi-brand automated retail concept in New York, a contactless, 24/7 storefront next to T4’s Five Borough Food Hall featuring Brookstone, Apple, Beats, Bose, and Burt’s Bees.

Build-A-Bear Workshop Vending

Brought in Build-A-Bear Workshop’s first-ever Automated Teddy Machine, with New York-themed outfits including a Statue of Liberty look, to delight family-centric passengers.

Wellness Week

Curated a terminal wellness week with Vita Coco, Hyperice, and local wellness service providers, including in-terminal yoga sessions that gave travelers a moment to recharge before their flights.

Category Firsts at JFK

The program delivered the first multi-brand automated retail concept at a New York airport, Hudson’s first in the state, and the debut of Build-A-Bear Workshop’s Automated Teddy Machine, positioning T4 as a leader in travel retail innovation.

Experience-Driven Engagement

Pairing contactless retail with family and wellness programming gave passengers new reasons to explore the terminal and showed how brand partnerships can turn dwell time into memorable experiences.

As Marketing Director, I led a portfolio of travel retail activations and brand partnerships at JFK T4 with Hudson, from the launch of the first multi-brand automated retail concept at a New York airport and Build-A-Bear Workshop’s Automated Teddy Machine to a terminal wellness week with Vita Coco, Hyperice, and local wellness providers. I aligned Hudson, brand partners, and terminal operations on scope, timelines, and promotion, and built experiences tailored to family-centric and wellness-minded passengers.